• Brand Strategy/Retail Transformation
  • eCommerce/Landing Pages/Sales Funnels Product
  • Branding, Launch & Marketing
  • Market Research and Customer Segmentation
  • Salesforce/Tableau/CRM and Analytics tools
  • Marketing Operations and Project Management
  • SEO/Social Media/App/Email Marketing
  • Recruitment & Virtual Management
  • Agency/Employee Management/Development
  • Customer & Employee Experience Strategy
  • Multicultural Campaign Development & Optimization
  • Storytelling, Content Management, Creative Briefing
  • Multi-Channel Engagement Campaigns
  • Performance Marketing for Tier I/II/III
  • Live Events/Sponsorship Program Development
  • Diversity Leadership & Organizational Effectiveness
  • Native Fluency in English, and Spanish
  • Cultural Fluency & Disparities

Work Experience

Elevance Health
Director, Engagement Marketing

Feb 2022 – Present
Jacksonville, FL

Brand & Retail Transformation Officer / Multicultural Engagement, Sr. Consultant

April 2016 – Feb 2022
Jacksonville, FL

  • Strategic brand transformation and marketing consultant for OEMs, retailers, consumer brands, and healthcare; Toyota, United Way, City Electric Supply, Nourishing Biologicals, and MedAxiom
  • Drive brand expansion plans, Go-To-Market execution, and brand placement to enter US and overseas markets
  • Map organizational readiness per market and segment to ensure delivery of brand promise
  • Lead brand, segmentation, and incentives to meet sales and retention KPIs across sales channels
  • Manage digital experience, content strategy/execution for website, apps, and social media programs
  • Lead integrated campaigns, analytics, journey mapping, channel optimization, and content direction
  • Build bilingual platforms to aid organizations establish customer experience and sales channels footprint

Vice President of Marketing & Customer Experience

Nov 2020 – Feb 2022
St. Augustine, FL

  • Led assessment and development of marketing, employee and customer experience, customer success, and account management structure, processes, and implementation
  • Leadership and management of efforts repositioning brand from a service on-demand to a product and service experience organization
  • Launched employee brand experience program to drive a culture of retention, support recruitment, hybrid/remote work, and bridge the gap between manufacturing and professional teams
  • Developed and launched new product roadmaps, go-to-market plans, branding, digital marketing, events, and customer experience programs

GuideWell / Florida Blue / Blue Cross Blue Shield
Sr. Director, Brand Strategy, Retail, Creative & Marketing Services

Nov 2010 – Apr 2016
Jacksonville, FL

  • Led creation/design of revenue generating marketing agency (58 employees in creative, production, media, analytics, and digital. 12 external clients, enterprise brands, and $12MM+ revenue in year one). Managed external agency partners SOWs representing $75MM+ in billings
  • Executed enterprise brand transformation marketing strategy/repositioned 67-year-old brand, inclusive of 2,400 independent agents/brokers, 22 retailers, eCommerce/Telesales channels, delivering sales to B2B at 25% of share and B2C (new segment at 41% -expected target at 25% – $4B+ for Florida Blue plan). Brand awareness of new brand at 85% after one-year of launch
  • Maximized professional sports/collegiate sports/lifestyle alliances through targeted activation with retail network to shift perception with consumer market, including brand placement through virtual reality platforms
  • Championed employee/customer journeys, and ancillary programs to ensure channel relevancy and retention, including the creation of new ambassador programs with wellness centers, education, retailers, and applications
  • Member of the Marketing Partnership Committee for Disney, Target, and Uber to drive corporate social responsibility, cultural, and brand transformation efforts, while maximizing brand experience and customer/partner satisfaction
  • Represented/led marketing efforts for GuideWell’s Organizational Effectiveness group, including Corporate Social Responsibility

Mercedes-Benz USA
Regional Marketing & Strategic Retail Development Manager

Jan 2004 – Nov 2010
Jacksonville, FL

  • Led brand retail transformation, employee and CX journey, and marketing for 114 retailers/50K annual sales
  • Consulted principals on market, management, and financial performance, marketing plans, and product lines
  • Led $200M in brand repositioning efforts consisting of facility renovations & training for 65+ retailers
  • Established BDC at each dealership to drive CRM and lead generation efforts for sales and service
  • Led omni-channel campaigns inclusive of $53M+ co-op budget with dealer network and major sponsorships
  • Managed marketing team, agencies, ad associations/co-op, brand, and retail integration
  • Negotiated/executed strategic partnerships for lead generation, retention, and sales per market
  • Strategized with MB Financial to aid achievement of objectives, negotiated flooring lines, lease/APR specials

Jaguar Land Rover North America
Various: Market, Multicultural Marketing & Merchandising Manager

Sep 2000 – Oct 2003
Irvine, CA

  • Launched Diversity Board to ensure relevant marketing, employee, cultural, and market representation
  • Managed second largest region, increased market share, service absorption and profitability
  • Managed Retailer Ad Association, vehicle leasing programs with Chase and FMC, and market brand campaigns
  • Created distribution process for wholesale, ensuring relevant inventory and day-supply by market
  • Supervised Parts, Service and Accessories marketing plans and seasonal catalogs
  • Attained 125% sales, 210% wholesale and 105% boutique objectives in 2003 (highest profit $7M+/mo.)
  • Initiated targeted brand effort and doubled multicultural market share – Jaguar (12% to 23%) LR (13% to 21%)
  • Led Jaguar Racing, Land Rover Gear, licensing, celebrity and eCommerce partnerships in the US and UK

Nissan Motor Corporation, INC.
Various: Franchise Development, Contest & Incentives, Advertising Specialist

May 1997 – Sep 2000
Gardena, CA

  • Identified minority ownership opportunities increasing qualified retailers and brand positioning in the region
  • Supported dealer buy/sell, terminations, new points, renovations, and new retailer prospecting
  • Developed contest and incentives, award trips for sales consultants/management and field organization
  • Managed and tracked $18M+ marketing budget, incentive, pricing, and promotional programs
  • Assisted with the creation, launch, and promotion of Infiniti’s first website and digital media plan
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